How do you know which of your marketing efforts led to sales? Marketing attribution is a way to determine the value or ROI of your marketing channels, according to Salesforce. But accurate attribution is difficult: When a customer interacts with email, social media, website content and other channels prior to a conversion, how do you weigh the monetary value of each campaign?

Effective attribution requires analytics and some trial and error on the part of marketers. But businesses are sometimes reluctant to embrace marketing attribution strategies because there's confusion about the best approach. Here are three common myths that might be holding you back from adopting an attribution strategy.

Signs that it's time for a rebranding strategy may not always be obvious, and many companies fail to recognize them until it's too late.

To ensure your brand remains fresh and relevant, it's always helpful to stay in touch with your clients or customers — whether via email, social media or even phone calls. But while B2C interaction is great, it isn't always reliable. It can be difficult to tell if an issue is a widespread problem or the grievance of an outspoken individual.

Numbers, on the other hand, don't lie. In the first installment of our rebranding series, we'll walk through some of the business metrics that may indicate it's time for a brand audit.

Conducting a brand audit is an essential step for all marketers, whether your organization is a burgeoning startup or an established enterprise. Reviewing your online (and offline) performance gives you a bird's-eye view of things that are working well and areas that could use some attention.

Additionally, a review of your brand can help you:

• See where you stand competitively
• Determine who your customers are
• Meet your customers' expectations
• Refine your strategy moving forward

Your priorities will dictate your approach to the brand audit. If you're focused on a digital presence, you might want to emphasize analytics; meanwhile, brick-and-mortar operations may stand to gain more from robust customer surveys. Either way, every marketer should attempt to examine the following areas during a brand audit.

Calculating a return on investment (ROI) for some businesses is much easier than others. For instance, if a retail store has onsite ecommerce set up to track revenue then you can apply a simple calculation to derive at your ROI. You'd take the revenue gained over the cost spent for your marketing effort as your ROI calculation. Having access to true monetary revenue makes it pretty straightforward for marketers to understand their campaign ROI performance. But what about those marketers that are not tracking ecommerce or a monetary value that enables them to track ROI? How can they measure ROI with metrics outside of dollars to convey the story of return for their campaign?

Marketing ROI that is not tied to monetary values can be a bit tougher to quantify — and in some cases much more subjective. You must lean on other telling metrics such as lift, engagement and conversions to prove to the client what our marketing efforts are doing for them. Moreover, marketers need to partner with a trusted and experienced digital team to help them understand what metrics matter for ROI.

Ah, bounce rates. Many times marketers are puzzled by this metric. On one hand, it's a fairly easy concept to grasp. Your bounce rate is merely the percentage of people who land on a page and then leave your website without visiting another page on your site. On the other hand, it's some sort of a riddle, as other factors come into play when determining if your bounce rate is healthy for your site in particular. When analyzing your bounce rate, there are questions that typically run through your mind: What factors impact someone's decision to leave your site? How do you know if your rate is good or bad? If you have too many bounces, how do you fix it?

To help you better understand your bounce rate — and begin to improve it — we've put together an easy overview.

Though the vast majority of marketers are comfortable with making decisions based on broad analytics, such as cost per click, click-through rate and cost per acquisition, most marketing campaigns are more than just these numbers. To analyze digital marketing data from all angles, marketers need to take a deep dive into their campaigns using lesser-known marketing metrics and analytics tools. This could uncover hidden connections and information that further boosts business. Remember, it's important to investigate all channels and metrics of a campaign for determining the best suitable optimizations. Below are just a few metrics and tools that can lend more insight into your overall campaign activity.

If you can't measure it, did it have an impact? Without website performance metrics, the only thing you can say for sure is that you don't know how your campaigns are working. Many businesses don't make it because they fail to learn from mistakes and course-correct. Google Analytics can give you the insights you need to make those changes. When Marketing Land compiled estimates for Google Analytics' 10th anniversary last fall, they put the number of websites using the service between 30 and 50 million.

Once you set up a Google Analytics account, you can monitor multiple websites. Each will have its own dashboard, featuring six broad categories and sub-menus. The service also provides you some examples of how to use the tools within each section to drive positive results for your business. Here are some of the metrics and how they can work for you.